Mktg 353: Advertising

Total Flash Cards » 30
 
1. 

Which of the following statements helps to explain the popularity of
magazines as an advertising medium?

 

Magazines offer flexibility in both readership and advertising.

 
2. 

Which of the following statements explains why some advertisers
are reluctant to use magazines as an advertising medium?

 

Magazines cannot deliver high-frequency.

 
3. 

The reach of magazines...

 

is adversly affected by declining magazine circulations.

 
4. 

When the dark or colored background of an ad extends to the edge
of the printed page, it is said to be a(n):

 

bleed

 
5. 

An ad for Verizon wireless on the back cover of a Fast Company
magazine would be an example of a(n):

 

fourth cover

 
6. 

Which of the following are two types of ads placed in the middle of
magazine pages and surrounded by editorial matter?

 

junior units and island halves

 
7. 

A gatefold is a(n):

 

insert with pages that extend and fold over to fit into a
magazine

 
8. 

What are the three most common ways to categorize or classify
magazines?

 

content, geography, and size

 
9. 

Lumberman is a monthly publication targets businesses in the
sawmill industry. It is an example of a _____ magazine.

 

business

 
10. 

On what do magazines base their advertising rates?

 

circulation

 
11. 

Which of the following advantages does broadcast television provide
to its advertisers?

 

mass coverage

 
12. 

One of the disadvantages that commonly plagues advertisers on
contemporary broadcast television is:

 

long lead times

 
13. 

As an advertising medium, one of broadcast television's greatest
disadvantages is:

 

high cost of production and air time

 
14. 

The primary advantages of cable TV as an advertising medium are:

 

its selectivity, low cost, and flexibility

 
15. 

One of the disadvantages that commonly plagues advertisers on
contemporary cable television is:

 

audience fragmentation

 
16. 

_____ occurs when an advertiser underwrites the total cost of a
program.

 

sponsorship

 
17. 

When several advertisers buy 30- or 60-second segments within a
program, they are:

 

buying on a participation basis

 
18. 

Why is most network TV advertising sold on a participating basis,?

 

This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.

 
19. 

Some advertisers avoid using network TV advertising because:

 

network advertising requires such a long lead-time

 
20. 

Spot announcements....

 

run in clusters between programs

 
21. 

The first commercially available _____ that accommodated graphics
was Netscape Navigator. It was released in 1994.

 

web browser software

 
22. 

To access the Internet, computer users must first choose from two
types of communication systems. They are:

 

broadband and narrowband

 
23. 

_____ is a type of digital data transmission in which each wire
carries only one signal, or channel, at a time.

 

narrowband

 
24. 

Of the methods people use to access the Internet, which is the least
expensive?

 

narrowband via dial-up modem with Internet service provider

 
25. 

For homes or offices, there are essentially only two ways to
download broadband transmission. They are:

 

via cable modem and via DSL

 
26. 

A cable modem system:

 

is 10x faster than dial up

 
27. 

The concept of _____ is based on the idea that people would rather
use the Internet for fun and entertainment, not business and would
rather receive it through their TV than a computer.

 

WebTv

 
28. 

According to the text, which of the following is NOT a type of Internet
advertising opportunity?

 

home pages

 
29. 

What does the acronym HTML represent?

 

hypertext markup language

 
30. 

What is the most basic form of Internet advertising?

 

banner ad